VML Named as Lead U.S. Social Agency for Maybelline New York and Essie

VML announced it has been appointed as 2026 lead social partner in the United States for Maybelline New York and essie, two powerhouse beauty brands, following a competitive review. Under the new remit, VML will be responsible for building a unified social model across each brand in the U. S., including full-funnel social strategy, content production, always-on social listening, and platform and community management.

The win will see a consolidation of a mix of internal teams and legacy partners into a single, integrated social engine led by VML, with the agency helping to define the next era of social presence and cultural relevance for both Maybelline New York and essie in the U.S. The agency will partner closely with the brands to introduce updated social strategies, new content pillars, refreshed tone of voice, and an evolved creative and community management model.

VML’s remit spans the full U.S. social ecosystem for both brands, operating at scale across always-on content, real-time community engagement, and cultural activation. The partnership is designed to flex across platforms, formats, and moments throughout the year.

Kick-off and onboarding with both brand teams begins immediately, with the full 2026 social program set to go live in Q1 and run continuously throughout the year.